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Entwicklung einer Kommunikationsstrategie für ökologische Produkte der Bekleidungsindustrie auf der Basis einer Imageanalyse

Entwicklung einer Kommunikationsstrategie für ökologische Produkte der Bekleidungsindustrie auf der Basis einer Imageanalyse

          
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About the Book

Inhaltsangabe: Inhaltsverzeichnis: Inhaltsverzeichnis: 1.Einleitung1 2.Darstellung der aktuellen Situation in der Bekleidungsindustrie2 2.1Überblick2 2.2Aktuelle Situation der deutschen Bekleidungsindustrie2 2.2.1Aktuelle wirtschaftliche Lage der deutschen Bekleidungsindustrie2 2.2.2Internationalisierung der Bekleidungsindustrie3 2.3Darstellung der textilen Kette und ihrer Problembereiche3 2.3.1Überblick über die textile Kette3 2.3.2Darstellung der einzelnen Stufen der textilen Kette mit möglichen Umweltbelastungen und Gesundheitsschäden4 2.3.2.1Probleme bei der Rohstoffgewinnung4 2.3.2.2Probleme der Rohstoffverarbeitung von Fasern zu Garnen und Geweben5 2.3.2.2Probleme bei der Veredelung von Textilien5 2.3.2.4Probleme bei der Konfektionierung von Bekleidung6 2.3.2.5Probleme im Bekleidungshandel6 2.3.2.6Probleme beim Gebrauch der Kleidung durch den Konsumenten7 2.3.2.7Probleme bei der Entsorgung von Kleidung7 2.3.3Probleme der internationalen Arbeitsteilung8 2.4Der Markt für ökologische Bekleidung8 2.4.1Internalisierung der negativen externen Effekte8 2.4.2Textile Ökologie8 2.4.2.1Produktionsökologische Ansätze9 2.4.2.2Humanökologische Ansätze 9 2.4.2.3Entsorgungsökologische Ansätze10 2.4.2.4Vergabe eines einheitlichen Öko-Labels10 2.4.3Problematik der Glaubwürdigkeit11 2.4.4"Öko-Kollektionen" von Bekleidungsherstellern12 2.4.4.1"ecollection" von Esprit12 2.4.4.2"It's one world" von Britta Steilmann13 2.4.4.3"Light Project" von S.Oliver13 3.Imageanalyse14 3.1Überblick14 3.2Darstellung des Konsumentenverhaltens14 3.2.1Definition Konsumentenverhalten14 3.2.2Psychische Vorgänge bei der Kaufentscheidung14 3.2.3Einstellung als intervenierende Variable15 3.3Gestaltung, Ablauf und Auswertung der Imageanalyse16 3.3.1Die Gestaltung der Imageanalyse16 3.3.1.1Die Aufgabe der Marktforschung16 3.3.1.2Befragung als Mittel der Informationsgewinnung16 3.3.1.3Gestaltung des Fragebogens17 3.3.1.4Darstellung der Antwortmöglichkeiten17 3.3.2Durc


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Product Details
  • ISBN-13: 9783838635453
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 8 mm
  • Width: 148 mm
  • ISBN-10: 3838635450
  • Publisher Date: 02 May 2001
  • Height: 210 mm
  • No of Pages: 130
  • Series Title: German
  • Weight: 181 gr


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Entwicklung einer Kommunikationsstrategie für ökologische Produkte der Bekleidungsindustrie auf der Basis einer Imageanalyse
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